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Paramount Global has named a new senior vice president in an effort to acquire small and medium-sized advertisers. It's another nod to the growing importance of nontraditional market segments for a television business that has long relied solely on Madison Avenue's biggest residents. .
Paramount has appointed Emily Huo as senior vice president of “SMB Advertising.” This category often includes entrepreneurial digital advertisers and regional and local marketers who in the past felt that national television was too broad, or perhaps too expensive. there is. But in the streaming era, even smaller advertisers can target smaller geographies or specific consumer niches. Disney and NBCUniversal are among the major media companies he has worked to lower the barrier to entry for clients with smaller marketing budgets.
“Television advertising is now available to businesses of all sizes, not just the industry's top advertisers,” Paramount Advertising President John Halley said in a statement.
Paramount's move comes as investors continue to take a closer look at the traditional media sector. The sector is grappling with a decline in traditional ad sales as more TV viewers shift to streaming and advertisers navigate an increasingly uncertain economic outlook.
Mr. Huo previously served as Global Director of SMBG Advertising at Spotify and has also held positions at Reddit and Twitter. She is based in San Francisco. Paramount also hired Luke Peng as vice president of products for SMB Advertising. He will report directly to Mr. Huo and will be based in New York. Peng has worked at TikTok, Wish, PayPal, and helped build a variety of his SMB products.
“We are one of the few ad-supported streamers with a geo-targeted inventory supply broad enough to directly connect and drive results in the small business segment, and under Emily and Luke’s leadership, , an experienced senior management team that will double down on these efforts and drive market expansion,” Halley said.
